Wondering how best to invest in your SEO talent? Columnist Bobby Lyons shares his management philosophy based on his experience as an in-house SEO director at a major brand.

The complexity of working an SEO program has grown exponentially over the years, creating both challenges and opportunities for search marketers.

SEO professionals today cannot simply rely on their marketing skills to drive a program. User experience, front-end development and data analysis skills are essential for success today. Honing these skills as part of your professional development can pay dividends, both for yourself and your employer.

Managing SEO programs requires that we not only drive SEO results, but we must also drive growth opportunities for our teams. Growth opportunities and career progression are core concerns for employees. Investing in the growth of our personnel allows for driving significantly more impact across the organization.

About The Author

Bob Lyons is a seasoned technology and marketing expert with 25 years in technology and 20 years online marketing experience with a focus in SEO. Bob currently oversees the SEO program for Walgreens, but has successfully implemented programs for all business sizes.